In reading a press release the other day, it made me realize that a lot of companies aren't really getting what it means to develop a niche market.
The release started real good with describing where the direction of the company was going and the new product it offered; toward the end of the release it was right on target in describing its target audience...but then made a huge mistake by saying it would benefit everybody.
They were afraid to alienate anybody by narrowing who their user would be. They really missed a great opportunity as their product 
would serve a certain segment of the population great.
What does it mean to market to a niche? It means that we must make our product or service almost worthless to anybody else. Think of that for a minute. A niche demands something to be narrowed.
This is something that a lot of people who promote raving fans and customer evangelism miss; it's the focus of the company upon a very narrow group of people that makes the offering a success. Sure, you've got to have great service and quality in what you're offering, but if you're offering it to the wrong audience, it won't matter how good you are - it won't perform like you want.
Unless you totally don't care about serving a customer, finding your target audience is by far the most important aspect of success in the marketplace there is.
The bottom line? Make your efforts to the vast majority of people worthless and meaningless, that's the beginning of understanding and success in niche marketing. If you do it any different, it isn't niche marketing, but marketing to the masses.
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